What's 'Natural' When it Comes to Personal Care Products? Consumers Finally Get Help with New Seal and Standard From the Natural Products A...( New program certifies natural ski...),Health

New program certifies natural skin and hair care products

NEW YORK, May 1 /PRNewswire-USNewswire/ -- As the demand for "natural" personal care products -- such as lotions, balms and shampoos -- continues to soar, manufacturers are responding with a host of new products. Some are natural, some aren't. But how is a shopper to know? Until now, consumers had no idea what was truly natural since there was no standard definition of the term used by industry.

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That is no longer the case. To end this confusion and help consumers, the Natural Products Association announced today a new certification program which defines natural and includes an easily-identified seal. Shoppers can expect the seal to begin appearing on certifier personal care products in the coming months.

"People want natural products because they are good for them and good for our environment," said Debra Short, president of the Natural Products Association. "But anyone could claim their product was 'natural,' even if it had 100 percent synthetic or petroleum-based. That wasn't fair to consumers or to companies who make truly natural products, and this seal will help end all that confusion."

Widespread Confusion Over Natural:

With public interest in natural personal care products growing stronger each day, research confirms consumers are very confused about what constitutes a "natural" product. A recent survey by Yankelovich showed that:

-- More than three of every four (78%) American women think natural

personal care is currently regulated or don't know if it is, while

nearly all (97%) think it should be

-- Two of every three American women think a personal care product labeled

"natural" should contai
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